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Imagine you finish up a run, tweet about it, and then, minutes later, see an ad for a refreshing beverage. If you think it’s coincidental, it might not be. Brands are already reading tweets and serving ads based on what's written to people on mobile devices, and the practice is now set to expand to desktop too.

According to a recent report in Ad Age, brands like Coke, Nike, Verizon and L'Oreal are about to start serving “tweet reaction” ads via a partnership with LocalResponse, a New York City based startup. The ads, based on cookies, respond to certain cues from individual users’ tweets and serve ads to those individuals based on what they wrote about.

A graphic on LocalResponse’s website, for instance, shows a user talking about tax season and then being shown an ad for TurboTax on newyorktimes.com. “Get your fasterst refund possible—FREE,” it says. Ad Age gave an example of a jogger. By using LocalResponse, the wrote, Coca-Cola would be able to deliver a Dasani ad immediately after the jogger tweets about it. The ads can then follow her around the web via integrations with ad networks.

Openness has always been one of Twitter’s virtues. Tweeting publicly is essential for the spreading of ideas, forming of connections and building of followings that make Twitter great. But, there is another side to the equation-- anyone can listen in on what you’re saying and do what they want with the information. This service might be a valuable to brands, but the guess here is that it creeps out the average Twitter user.